Brand Storytelling to Drive Business Results - 2016 - Charlotte

Sheraton Charlotte Hotel
555 South McDowell Street, South Tower, Charlotte, NC 28204
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Brand Storytelling to Drive Business Results

Craft and tell compelling stories that sell

In this two day seminar, you’ll learn how to use the proven power of storytelling to lead your team, author an authentic brand story, connect with your employees and attract customers through your shared values to drive business results.

RESOURCES


LEARN

1. Power of Story

We will explore the four primary reasons why storytelling in business is more important now than ever before. You will learn how to craft and tell powerful stories that drive business results.

2. Know Thyself

The best way to learn story structure is to use it on yourself. You will create your origin/founder story that will express the why you do what you do. Knowing thyself by writing down your personal story is the first step in authoring an authentic brand story.

3. Author Your Brand Story

We will explore the four pillars of position, promise, personality and purpose for your brand. Your brand story will start to emerge as the process helps you identify and outline the authentic character of your offering. 

4. Understand Your Audience

Understand and empathize with your audiences. The goal is to appreciate what they care about, tell your stories from their viewpoint, and connect your shared values to create a lasting relationship.

5. Moving People to Action through Story

Know thyself, understand others, and initiate and sustain change are the three stages for exceptional brand storytelling. You will learn how to develop inspirational narratives, PowerPoints that actually are powerful and have a point, and creative campaigns that move people to action. 

See the Full Agenda >>​

TAKEAWAYS

  • Why storytelling is your key to gaining brand attention

  • How to craft a personal narrative that connects your brand to audiences

  • How to author an authentic brand story that underscores your unique and relevant position, promise and personality in the market

  • How to present shared values in storytelling that drive business results

  • How to tap your innate power of storytelling to reach business and marketing goals

ATTEND

You should attend if you think you already have story dialed-in (you can be even more potent), or if you need more compelling and consistent creative. If your organization does not have an agency, this process can give your one man band the power of an orchestra.

Join the conversation on Twitter:​ #AMABRANDSTORY​


PRESENTER


 
 






Park Howell

President, Park&Co


Cancellation Policy
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after February 16, 2016. A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.​


Brand Storytelling Agenda

Day One
8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks) 

Power of Story

  • Introduction 
  • “Once Upon a Time” creative icebreaker
  • Why story is more important in business now than ever 
  • Exercise: Proof we’re meaning-making machines
  • Introduction of the And, But, Therefore (ABT) story template
  • Learn the Story Cycle process
  • Two case studies (Goodwill and Global Water)

Know Thyself

  • Exercise: Craft your personal origin/founder story
  • Exercise: Share your three-minute story with the class

Author Your Brand Story

  • Backstory: Position statement
  • Heroes: Top three audiences
  • Stakes: Goal setting
  • Call to Adventure: Unique value proposition
  • Antagonists: Swift SWOT analysis
  • Mentor: Brand personality
  • Journey: Customer engagement
  • Success: Brand statement
  • Moral: Brand ideal
  • Ritual: Brand evangelists
  • Case study: (Patagonia)
  • Exercise: Outline your brand story


Day Two

8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 4:30 p.m. Program (includes lunch, morning and afternoon breaks) 

Understand Your Audiences

  • Review ABT and the Story Cycle 
  • Exercise: Connect your personal and brand stories
  • Craft audience personas
  • Exercise: Create an audience persona
  • Understand your customer’s story
  • Empathy building
  • Meet audiences where they are
  • Celebrate shared values
  • Case study: (Rainforest Alliance)

Moving People to Action through Story

  • Storied presentations
  • Start with the end
  • Narrative outline
  • Visual storytelling
  • Storyboarding
  • Case studies: (Steve Jobs and Red Bull)
  • Exercise: Create your epic brand story
  • Resource library

Registration is not available at this time.
Training Series Location

Sheraton Charlotte Hotel 
555 South McDowell Street, South Tower
Charlotte, NC 28204
Phone: +1.704.372.4100

Room Rates: $169.00 Single occupancy 
(plus applicable state and local taxes, currently 15.25%. Taxes and fees are subject to change without notice.) 
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please contact Joyce Byington-Clark at the Sheraton Charlotte Hotel and reference American Marketing Association Brand Storytelling to make reservations:

Joyce Byington-Clark
Complex Business Travel Sales Manager 
Sheraton Charlotte Hotel
Phone: +1.704.626.3653     
joyce.byington-clark@sheratoncharlottehotel.com 

Reservations will be accepted based on availability.
In order to confirm a reservation, the hotel will require a credit card or deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made after 6:00 p.m. hotel time on the day of arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit Sheraton Charlotte Hotel for a full list of services & features. 

Area Attractions & Events
Please visit Charlotte Regional Visitors Authority for area information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8:00 a.m. - 6:00 p.m. CST or, you may contact them via email at Association@TowerTravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available far
es are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions
From Charlotte Douglas International Airport (approximately 7.5 miles/13 minutes)
Travel east on Airport Loop Road toward Airport Parking Drive. 
Bear right, then turn right on Old Dowd Road. 
Turn left onto Harlee Avenue. 
Turn right at US Highway 74 East/Wilkinson Boulevard, following for 3.7 miles. 
Continue onto Interstate 277 North for 1.3 miles. 
Take Exit 2A for North Carolina 16 S/KenilworthAve/Third St. toward Fourth St. and keep right at the fork, following signs for Kenilworth Avenue for .2 miles. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Interstate 77 (North)
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From East
Take Interstate 40 West to Interstate 85 South. 
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Independence Boulevard (East)
Take US Highway 74 West. 
Take the Stonewall Street Exit 1E. 
Merge onto E Stonewall Street.  
Turn left onto S McDowell St. 
The hotel will be on the right. 

From Asheville (West)
Take Interstate 240 West to Interstate 26 East. 
Continue on I-26 East to County Road 74 East.  
Then proceed to Interstate 85 East.  
Continue on I-85 to Interstate 77 South.  
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

F
rom Interstate 85 (South)
Take Interstate 85 North to Freedom Drive (Exit 34). 
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Interstate 77 (South)
Take Interstate 77 North to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

From Interstate 85 (North)
Take Interstate 85 South. 
Take Exit 38 to Interstate 77 South. 
Take Interstate 77 South to John Belk Freeway Exit 9B.  
Take the North Carolina 15S/Kenilworth Ave/Third Street Exit 2A toward Fourth St. 
Turn left onto Kenilworth Ave and continue to follow until it becomes E. Stonewall Street for .2 miles. 
Take the third right onto S McDowell St. 
The hotel will be on your right. 

T
ransportation
Taxis are available at the Charlotte Douglas International Airport. The average fare from the airport to the hotel is $25.00 one-way, with tip subject to guests’ discretion.

Getting Around
Bus
Gold Rush Trolley - Trolley service that travels north and south on the city's main thoroughfare, Tryon Street. The stops are clearly marked by signage on the sidewalks. 
Fee: Complimentary 
Hours: 7:00 a.m. – 7:00 p.m., 7 days a week 
Trolleys arrive on the circuit every 15 minutes. 

City Rail System
LYNX Light Rail​ - Runs from the northern edge of the city to the southern-most tip of Charlotte. Sheraton Charlotte is located just 4 blocks from the Stonewall Station, allowing guests to access the EpiCentre or Time Warner Cable Arena, great shopping, and other parts of Charlotte with ease. 
Fee: $2.20 for most one way trips (Fees are only an estimate and subject to change) 
Hours: 6:00 a.m. – 11:00 p.m. 

Parking at the Hotel 
Self-parking is available at the hotel for $22.00 per day. Valet parking is available for $25.00 per day. Rates are subject to change without notice.

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.
 

 Corporate Training

 
 

 Professional Certification

 

Take advantage of the AMA's Professional Certified Marketer program and showcase your superior marketing knowledge.

 

 Upcoming Conferences